Google has sent out an email to advertisers stating that from 25 September 2017, three updates will be made to "simplify and improve" ad rotation in AdWords:
1. There will only be two ad rotation settings:
- "Optimise" will use Google's machine learning technology to deliver ads that are expected to perform better than other ads in your ad group.
- "Rotate indefinitely" will deliver your ads more evenly for an indefinite amount of time.
- Campaigns using "optimise for clicks", "optimise for conversions" or "rotate evenly" will use "optimise".
- Campaigns using "rotate indefinitely" will stay the same.
3. Ad rotation settings will be available at the ad group level.
At first it might look like they've taken ad optimisation a step backwards, but most people don't use the setting, and so Google (in all their wisdom) have decided to take that option away and instead lump clicks and conversions under the umbrella of "performing better".
The question is: "better" for whom? If it's better for Google, that isn't necessarily better for advertisers!